Executive summary

The challenge: Beko’s smart televisions needed to sell more, but women – who were Beko’s primary target – didn’t think of Beko for high-spec televisions, and men didn’t consider Beko to be relevant enough.

The insight: Dads are often forgotten by brands, while mothers are, rightfully, celebrated. They usually don’t ask for much for themselves, except perhaps, for one thing… the much-wanted television remote control.

The idea: The D-Remote – The only TV remote in the world that works only in the hands of dads, promoted as a new innovative medium, attracting purchases.